🌴 DoT justifies $12.3M contracts with PR and advertising agencies

The Department of Tourism (DoT) in the Cayman Islands has defended its decision to sign contracts worth $12.3 million with public relations firm Praytell and advertising agency Grey. The contracts, which have sparked public debate, span a five-year period and aim to promote the tourism destination worldwide, with a particular focus on North America. The DoT maintains that tourism brings in $46.5 million annually in direct tax revenues, supporting a wide range of local businesses. The department has been using agencies for nearly three decades, citing the importance of representation in visitor source countries and strategic advice in communications, advertising, and media outreach. 🌍

Despite its budget allocation remaining consistent annually, the DoT is continually seeking ways to maximize funds and modernize operations. The department replaced expiring contracts with USA, UK, and Canadian creative agencies with one global agency, resulting in cost efficiencies. The new global creative agency will be tasked with creating a brand campaign that resonates with visitors from all source markets, including Latin America. The agencies will also manage the DoT's presence across thousands of advertising placement channels and produce all necessary advertising materials for global distribution. However, the DoT has not commented on the controversial decision to invite a social media influencer and her entourage to the Cayman Islands at taxpayers' expense. 💰